Experts' reflections on the initiative for Regional Branding of Het Groene Woud

Transcription

1 Experts' reflections on the initiative for Regional Branding of Het Groene Woud Report of the IFSA excursion to the Meierij, part of the 7th European IFSA Symposium 7 11 May 2006, Wageningen, The Netherlands Stichting Regiowaarde (Knowledge Network Regional Value) P.O. Box LE Tilburg The Netherlands

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3 Het Groene Woud Rich in diversity Experts' reflections on the initiative for Regional Branding of Het Groene Woud Report of the IFSA excursion to the Meierij, part of the 7th European IFSA Symposium 7 11 May 2006, Wageningen, The Netherlands Hosts: Innovation Platform Sustainable Meierij Foundation Regional Festival Het Groene Woud Facilitator: Stichting Regiowaarde (Knowledge Network Regional Value) P.O. Box LE Tilburg The Netherlands phone: [email protected] Report: R

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5 Contents Preface 5 1. Introduction of the region 7 2. Outcomes of the discussions (Re)connecting the urban and rural society Governments' roles Chances for entrepreneurs Remaining and new questions 13 Appendix 1: Presentation of Mr. Ger van den Oetelaar 14 Meierij challenging sustainable regional development 14 Appendix 2: Presentation of Mr. Frans van Beerendonk 17 Regional branding Het Groene Woud 17 Appendix 3: Themes and questions for discussion 20 Appendix 4: Discussion reports Nature and Landscape Society Entrepreneurship 30 3

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7 Preface As part of the 7th European Symposium of the International Farming Systems Association (IFSA) in May 2006 some 30 delegates visited the region Meierij, in which the so called National Landscape "Het Groene Woud" (the Green Forest) is located. In this area some local farmers started an initiative for regional branding. Their objective is a reinforced economy, to be achieved by making use of the area's core values, and by preserving as well as strengthening the identity of the region. In this way economic, regional and sustainable development can be combined. This branding process started in 2005 and it will take years to achieve the ambition. Questions are still to be answered and many new ones will arise. By inviting delegates of the IFSA symposium - all of them are knowledge workers and experts in various disciplines - to the region, the Innovation Platform Sustainable Meierij (IDM) on behalf of the branding initiative hoped to exchange visions for new rural economic perspectives or at least to get reflections on the process so far. These expectations became true. The visitors' simple but essential questions made us realise again the need to emphasize on the consumers' or urban perspective. And, the examples from elsewhere mentioned in the discussions made clear that branding really need entrepreneurs. Like one of the guests commented: "bring entrepreneurs together, get a clear direction of what you want to have achieved, make a coordinator responsible and just do it." Some of the delegates appeared to be interested in further information and discussion. Information about the branding initiative can be found on the website of IDM, on pages with English documents: On behalf of the branding initiative Regiowaarde welcomes any suggestions, comments, tips, advice and ideas that can help the initiative move forward the branding of the region. You can contact us via [email protected]. Stichting Regiowaarde Tilburg, June 2006 Marien Sonneveld Manager 5

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9 1. Introduction of the region The region The Meierij is situated in between the towns of Eindhoven, 's-hertogenbosch and Tilburg. Through the ages nature and agriculture have worked together to create the present-day, relatively small scale, scenic landscape. Its natural beauty matches its richness in biodiversity, as well as its great socio-cultural values and recreational potential. The towns in the region, with a total of about 1.5 million inhabitants, delimitate the area. The regional qualities of the Meierij have been recognised within the framework of several policy schemes for landscape conservation and regional development in the Netherlands and in Europe. Presently, the Meierij is recognised as a Leader + -area. Because of the remarkable nature and the abundance of agricultural and cultural landscapes, the government has designated most part of the Meierij one of the 20 National Landscapes, called "Het Groene Woud". Also the historical buildings, the traditions and customs add to the values of the area. Values that contribute to the unique identity of this area. An identity with a positive charisma, essential for a strong sense of belonging and prerequisite for a powerful and balanced foundation for regional branding. Innovation Platform Sustainable Meierij (IDM) The foundation IDM initiates and stimulates system based innovations. Its ambition for the Meierij is to enhance the synergy between its extraordinary natural values and a dynamic regional economy. A strong sense of community will help to establish a more intensive socialcultural exchange between the rural population and the people of the surrounding urban area. IDM supports and develops projects that not only combine the three aspects of sustainability (people, profit, and planet) but also focus on the past, the present and the future of the Meierij. By working towards these objectives, IDM aims to contribute to the preservation of the riches of the Earth: its natural resources, irreplaceable goods and socio-cultural values. To quote the chairman of IDM: "we must not kill the goose with the golden eggs, but feed it." Foundation Regional Festival Het Groene Woud The branding initiative for Het Groene Woud which will be discussed, is founded by Mr. Frans van Beerendonk, who is also chairman of the foundation Regional Festival Het Groene Woud. This foundation not only plays an important role in connecting the urban to the rural by organising the yearly festival, but it also brings entrepreneurs together in regional cooperation. And not only entrepreneurs from one sector, but dairy farmers as well as restaurant owners, horticulturists, shopkeepers, campsites etcetera. This is important to build new chains and networks. That can only be successful if the social cohesion is reinforced and real added value is explored. But regional branding requires much more. Until now, the branding initiative is carried out by enthusiastic entrepreneurs and some volunteering professionals, without any structure but the formal Foundation Regional Festival. The foundation now faces the question whether or not to end this pioneering phase and organise more structure to create more executive capacity. Knowledge network Regiowaarde (Regional Value) Against this backdrop Regiowaarde seeks to provide a platform for discussion and analysis on the strategies, policies and principles necessary to stimulate innovative thinking in diversifying, revitalising and repositioning rural areas by means of knowledge exchange. 7

10 2. Outcomes of the discussions The excursion program started with two presentations. At first chairman Mr. Ger van den Oetelaar of the foundation IDM presented the challenges of the area Meierij. Then Mr. Frans van Beerendonk proceeded with a presentation of the branding initiative. The text of both presentations is enclosed in the appendix. To open the discussion three questions were formulated. Which aspects do you think important for successful branding? How to reconnect the urban and the rural society? The branding initiative is a private initiative. What role should governments play? How to create public-private cooperation? Or even partnership? What are the best chances for the local entrepreneurs to create added value? What do you advise them to do? The discussion took place in three groups each of which discussed one of the sustainability themes: Nature & landscape, Society and Entrepreneurship. These themes were illustrated with examples, as is to be seen in the appendix 3. The outcomes of the discussion are based on the preceding questions. For those interested: the fully reports of the discussions are added to the appendix, giving the opportunity to take notice of all three discussion groups. 2.1 (Re)connecting the urban and rural society Urban and rural The strongly developed agro-food chains led to efficient distribution channels and global availability of almost all kinds of produce. But for the greater part the social connection between producers and consumers has vanished. The branding initiative for Het Groene Woud wants to reconnect their relationship in order to reinforce the regional economy. This is based on the thoughts that the surrounding cities the urban society benefit from Het Groene Woud for relaxation, stillness and space. But an economic basis is needed to maintain this green area. The point is that the traditional economic (agricultural) activities did keep up this kind of landscape. The landscape even originates from the mix of nature and agriculture. Actually, landscape was a by-product of the food production. This connection is taken off by nowadays agricultural developments in food production. A part of the agricultural and other enterprises in the countryside remain producing landscape, but the maintenance requires a direct relation with the buyers: citizens from the region as demanders on the "market for public goods". That is why the branding initiative focuses on reconnecting the urban and rural society. Maintenance and development of the region's identity form the starting point. The delegates wondered if there is such a distinct between urban and rural. Is it not also about the connection between local and regional? Or between human and nature, or human and agriculture? 8

11 And: is such a distinction not just theoretical? It just seems all to role together. Seen through the eyes of a foreigner there is no rural society in The Netherlands, just an urban network of cities and towns with some green parks, as one of the delegates noticed. Anyway, the delegates subscribed to the importance of a strong exchange between food producers and consumers. To build up and develop this relationship several suggestions from other regions were made: farmers' markets, connection with sustainability, event marketing and usage of the multi-functionality of other brands in the area. Examples are mentioned of local communities of farmers and citizens in Britain, as well as Italy and Australia. Those initiatives seem to make the branding initiatives superfluous. That means that the consumer has to rely on the reputation of the area. Need for a clear and strong message This led repeatedly to questions like: what are your new ideas to what you can market your product on? What is innovative for the market you want to conquer? Is not what you offer the same as what others do? Or do you have other, specific things? And also: are not you trying to sell something new? You are talking about regional products. That is been done many times in many places before. Is there a difference? In the National landscape Het Groene Woud no regional products are produced like Parma ham, wine from the Bourgogne or the Tuscany landscape, with which one can put the region in the picture. The branding initiative is not based on regional products, but on products from the region. However, we seemed not able to clarify the difference yet. Het Groene Woud does have a distinguishing identity which the brand will be based upon. But members of the branding initiative emphasized different aspects in their stories through which no consistent story was told. However, the region's identity approach was recognised, according to a conclusion of one of the delegates: it is not a question of how to make a brand that you can sell abroad, but to make a brand that reconnects, that works as a tool of communication between the cities and the people living in the rural areas. There is another example that illustrates we have to improve the message and communication about branding. Someone noticed in the discussions: Are the big cities investing in this project? My impression is that you want to have an autonomous area, independent from the cities. But my idea is to make this area a part of the reality of the big cities, not place it outside of it. The cities can financially contribute to regional development by paying for keeping the landscape and the maintenance of nature. Maybe it is interesting to make the amount of money invested by cities dependent on the satisfaction of the urban citizens with the area. Do some continuing research about the effects! The foregoing remark is not only useful feedback but also contains a good suggestion to measure the connection between urban and rural. Actually, the branding initiative distinguishes at least three levels of branding. Producers can brand at product level, e.g. strawberries, but can also join other entrepreneurs under the label of Het Groene Woud the second level - and at the third label join the marketing of Brabant. Our strategy for branding is to act on those three levels at the same time. 9

12 2.2 Governments' roles This subject got less attention in the discussions. The remarks made were limited to the discussion about nature and landscape. The National Government has appointed the area of Het Groene Woud to become a National landscape. The Province of Noord-Brabant has been given the responsibility to realise the national landscape. There was already a provincial program for nature development in Het Groene Woud. But now it has to be broadened, while a national landscape also includes cultural heritage, social and economic development and a spatial strategy that supports those developments. The idea of branding Het Groene Woud was a private, bottom up initiative. From the beginning the branding initiative sought for cooperation with the Provincial authorities, and they were willing to cooperate. The idea of regional branding needs an integrated approach for policy development, but that is not the way government policies are used to be developed. It will demand severe efforts from the Provincial Administration to coordinate its own policies regarding Het Groene Woud. For example, the Provincial government invests in projects for better environmental conditions and spatial quality by enlarging biodiversity in ecological zones. But it also stimulates agricultural biodiversity by agreements with farmers to invest in planting trees and in the maintenance of nature spots in arable land. At the same time another department of the Provincial authority stimulates tourism and recreation for inhabitants of the region, like biking or walking and buying local produce. So while discussing the plans for primarily succession in nature development one of the delegates wondered if there were also ideas which species not only would serve nature but also would be attractive from recreational point of view. It is just a slight difference but illustrates that the integrated approach still has to be developed. Another issue where the Provincial authority has an important role, is to create and stimulate favourable conditions for national and international companies to establish their businesses. Brabant has strong international ambitions and industries are willing to settle in Brabant rather than in the Randstad (Amsterdam Rotterdam The Hague Utrecht) because of the nice living conditions (employees) and less trouble with traffic. This offers an excellent starting point for supporting and up scaling the initiative for regional branding in Het Groene Woud. But every time again policy development takes much more time than private initiatives. Together with the changing assignments of responsibilities of the national, provincial and municipal governments these aspects will set the agendas for regional development the next coming years. 10

13 2.3 Chances for entrepreneurs The major lesson learned from the discussions is that the branding initiative is actually supply driven, while the ideas of what products and services to market and to what extend, still are underdeveloped. There is nothing wrong with that as long as one is conscious that the ideas about market possibilities are assumptions until proven to be realistic. Actually, the supply-driven initiatives of entrepreneurs show their readiness to make regional branding successful. The questions asked by the delegates offered no ready to use solutions, but together with the suggestions mentioned might inspire to creativity. Amongst others the following questions and suggestions we thought worthwhile to be named here. Several of those were directly opposed, but it might be good to think them over again. To start regional branding, you have to have something, which is famous, which is unique. And you need instruments to sell your products and one of your instruments which has been already successful is the festival. In Britain one has been setting up kinds of communities, bringing people from towns onto the farms. They invest in the farms and at the same time get access to the farms and get food. In Italy there are comparable local communities of farmers and civilians. They buy products often organic grown produce - directly from the farmer, so the farmer does not need additional income from other activities. Some 10 to 40 families, depending on their way of organising, buy produce from one farmer. The consumers have directly contact with the producer so trust can be build up. The consumers pay in advance at the beginning of the year. It is a way of financing the farmer's seasonal capital needs. In this way a strong brand is developed: the acquaintance of the farm. We have a situation in Australia with this valley that is very close to a large population, very similar to this one here. They have what they call a winery tour. You can either drive it yourself or you can go by bus. Do you do any of that here, connecting the city people with the countryside, visiting farms, restaurants and the whole experience? The consumer has to rely on the reputation of the area. What then are your ideas to what you can market your products on? What kind of symbol do you want to use? And a practical thing: how do you market your things to other places and make connections with sustainability? Because the latter could be another way to build up trust and to get people interested in the area. The festival is the link between the urban and the rural. Why do not you make a sort of formal link between producers and consumers in the cities through regular selling, like farmers' markets? Do not you ask the consumer what he wants? Our experience with regional initiatives is, if you ask them they will tell you. They can buy your kind of produce everywhere, but what is lost is the event. This makes event marketing the only important way of marketing. Only in this way you can tell what is happening in the country side. What you need to look for is reasons for people or consumers to come together. Considering buying food products we have become footloose. 11

14 Can you have arrangements with markets or shops to create assortments in relationship with customers, so that they can fill in a list for products that will be delivered afterwards? In this way you can create contracts between customers and a group of producers that offer products from the region on a regular basis. The point is, that you have to bind your customers. You can collect consumers by inviting children. We started a series of events: one event every 3 months on fixed dates. Those events according to the season are connected to one or more products and form the starting point of the selling season for this / those product(s). It has become a tradition now. You do not need a control system if the consumers are coming around every time. And that is only possible in small scale areas. Where can visitors of the area get information? Only at the visitors centres at the border of the area? But how can citizens be informed then about the beauty of the region, if the information is not available in the towns? To guarantee and to exploit the tradition you have, the brand must give a very clear message. It must be very transparent about the characteristics of the products and even more: the way of producing. Have you promoted your waterways, for instance for fishing, rowing, canoeing or swimming? Beef from semi-natural origin (like cows grown for meat production, grazing natural areas), that will be something people think is good, because it contributes to keep the area open. So, that would be a thing here, in your region. You have got more than 1 million people just next door and you only want them to buy your stuff and nothing more than that. So you just concentrate on your market here. Do you already do things like running farmers' markets, e.g. in the big cities? There are 1.5 million people living in the area, so there must be a great demand for all kind of products and services. 12

15 3. Remaining and new questions The objective of the excursion was to exchange visions for new rural economic perspectives or at least to get reflections on the branding process so far. The discussions indeed provided feedback; questions of the delegates as well as suggestions to apply in our region contributed to the proceeding steps in the branding process. We experienced the meeting as a welcome exchange of knowledge. And our region would be happy to continue the exchange of practical experience. For the next steps of our branding process we are looking for visions and experiences of other regions. We have the following questions. 1. Which regions have been working with regional branding processes and have evaluated the economical impact? Is there a measurable impact on the companies' profit? Have extra jobs been created? What impact was there on social aspects? 2. Which organisational or business models have been used for public-private cooperation in rural development? What seemed to be the benefits and restraints of those models? What are the key factors in public-private cooperation? Who took the initiative, what were the ambitions and expectations and how was the process conducted and financed? 3. Reinforcing the regional economy must finally lead to more and sustainable business. What has been done to stimulate and facilitate entrepreneurs to innovate, cooperate and invest in new activities? What was the strategy and what instruments were used? 4. What are the lessons learned, which might be interesting for other regions to know? Information, suggestions etc. are welcome at our address [email protected]. Regiowaarde would be happy to receive reactions and is willing to collect, coordinate and distribute relevant experiences to those interested. 13

16 Appendix 1: Presentation of Mr. Ger van den Oetelaar Meierij challenging sustainable regional development Presentation 9 May 2005 for delegates of the IFSA-symposium Ger van den Oetelaar, chairman of Innovation Platform Sustainable Meierij. My name is Ger van den Oetelaar. I am the chairman of the Innovation Platform Sustainable Meierij, abbreviated to IDM. It is my pleasure to welcome you to the Province of Noord-Brabant, and especially to the region we call Meierij. I will introduce you to characteristics of this area, the aims of IDM for sustainable development and the challenges for the region. Introduction to the Meierij Noord-Brabant is one of the largest of the twelve provinces in the Netherlands. With almost 2.4 million inhabitants and 5000 square kilometre it is very densely populated. I will focus my introduction on the Meierij. The Meierij represents the green hart of the province of Noord-Brabant, situated in the middle of the cities Den Bosch, Tilburg and Eindhoven. Through the ages, nature and agriculture have worked together to create the present-day scenic landscape. Its natural beauty matches its richness in biodiversity, as well as its great socio-cultural values and recreational potential. Subsequently, the regional qualities of The Meierij have been recognised within the framework of several policy schemes for landscape conservation and regional development in the Netherlands and in Europe. That is why the main part of the Meierij was singled out and approved by the Dutch Government to become one of the 20 National Landscapes. This one is called "Het Groene Woud". Dutch National Landscapes represent typical Dutch landscapes with respectable historical, natural and cultural values. Provincial governments were given special responsibilities to create them. The idea of National Landscapes marks the consensus of a long lasting public debate in the Netherlands. People are only in favour of conservation and enhancement if these areas are not turned into open air museums. Economic development should not be forbidden and constrained but guided by the regional identity of the landscape. The initiation of Dutch National Landscapes is in line with the growing attention for the quality of landscapes elsewhere in Europe and in European policy development. While the core of Het Groene Woud will be made up by a set of nature areas the idea of a National Landscape Het Groene Woud stretches a lot further. It represents an attractive type of small scale farming landscape, interspersed by brooks, woodlands and heather. Small towns and villages, a local restaurant or inn, all easy accessible by foot, bike or public transport. This type of landscape is characteristic for a very large part of the south of our country even stretching across our national borders into Belgium. There is so much on offer, so much we take for granted. With this kind of focus it is easy to become almost obsessed by stunning images of natural and historical beauty blending into the countryside. Such images would almost make us forget that Noord-Brabant is in fact at the centre of some of the most urbanised and densely populated areas of Europe. There is a mutual dependency between urban pressure, rural development and nature conservation. IDM seeks to strike a balance between these forces. 14

17 Aims of IDM The foundation IDM initiates and stimulates system based innovations. Their ambition for The Meierij is to enhance the synergy between its extraordinary natural values and a dynamic regional economy. A strong sense of community will help to establish a more intensive socialcultural exchange between the rural population and the people of the surrounding urban area. IDM supports and develops projects that not only combine the three aspects of sustainability (people, profit, and planet) but also focuses on the past, the present and the future of the Meierij. By working towards these objectives, IDM aims to contribute to the preservation of the riches of the Earth: its natural resources, irreplaceable goods and socio-cultural values. I always call it: "we must not kill the goose with the golden eggs, but feed it." Challenges for regional sustainable development The world famous paintings and drawings of Vincent van Gogh remind us of some of the traditional and grim images of rural Brabant and the hardship of its inhabitants. A lot has changed since then. Farming practices have improved enormously. New areas were cultivated and industrialization of agricultural practices helped to establish the Netherlands as one of the larger exporting countries for agricultural produce in the world. The farming community of Brabant has always played a major role in these developments. Specifically in the second half of the 20th century modern agriculture created prosperity and has helped to establish the affluent society we know today. However, the story is more complicated than that. And success is no guarantee for a reward: urban development demands more space. It needs to expand and claims whatever part of the countryside it can get. After the Second World War Dutch agricultural policies like elsewhere in Europe favoured food production and the provision of a range of non-expensive food supplies. Government regulation and support provided a climate for investments and for the dissemination of knowledge, in which farmers could develop their business. As an unexpected by-product, however, the rural society which was still predominantly manifest in the 1960 and 1970 has gradually disappeared. Farmers used to be rural entrepreneurs with a strong commitment to their community, based on self interest. But diversification, specialization and the global market demanded that they either transformed more and more into managers for large scale and industrialized agricultural operations, or look around for another type of employment. Presently, only 4.5% of the workforce in Brabant is employed in this sector. This figure demonstrates clearly that farmers are no longer a substantial part of Brabant s society, even though the overall production has increased. Farmers in Brabant could just as easily be seen to disappear altogether and become extinct: one of the next species to get a red listing! This would have a devastating effect on the countryside. The landscape needs supporting economic activities for a sustainable development. The present balance between the urban and the rural one of the unique selling points for the Meierij turns out to be very vulnerable and could easily be lost forever. The biotope in the Meierij is no longer suitable for competing on agricultural bulk production in the world market. At the same time the demand for cultivating the land and enhancing the landscape is still very much alive. It requires, however, a new type of rural entrepreneurship, better 15

18 suited to farming in densely populated urban areas. Better suited also to the conservation and enhancement of the regional identity of the landscape. Better equipped as part of new local networks and production chains with a keen eye for the needs of urban communities. And again with strong commitment to these urban communities based on self interest. Being a rural entrepreneur in the Meierij provides all sorts of new challenges. Resume So, I draw some conclusions. Market forces, demographic change, structural reform and social trends combine to present rural regions with formidable challenges. Whereas agriculture and the development of natural assets traditionally formed the cornerstone of the rural economy, vibrant regions now require a broader and more diverse economic base. New development models, innovation, a strategic focus, partnership and the integration of complementary economic sectors are key resources in optimising productive potential and achieving territorial advantage. Allied to these resources, the natural and cultural assets as well as a distinctive image and identity can be harnessed to enhance economic competitiveness. Against this backdrop IDM seeks to provide a platform for discussion and analysis on the strategies, policies and principles necessary to stimulate innovative thinking in diversifying, revitalising and repositioning rural areas. We will ask you to contribute to that in the discussions later on. 16

19 Appendix 2: Presentation of Mr. Frans van Beerendonk Regional branding Het Groene Woud Presentation 9 May 2005 for delegates of the IFSA-symposium, visiting the Meierij Frans van Beerendonk Chairman of the Foundation Regional Festival Het Groene Woud Vice-chairman of IDM My name is Frans van Beerendonk. I am chairman of the Foundation Regional Festival Het Groene Woud. I am also horticulturist. I grow tasteful strawberries in Het Groene Woud. And as an entrepreneur I seek cooperation with colleagues to stimulate new activities for a better regional economy. We are happy with the beauty and identity of Het Groene Woud, because its attractiveness offers new business chances. That is why we took the initiative last year, for an annual Regional Festival. It brings together many entrepreneurs from different sectors with a warm interest for our regional landscape. The festival provides the opportunity to join efforts and to find new ways to work together. It also provides a venue to present themselves, their products and services to the public. We realise that entrepreneurs must contribute to preserve the beauty and regional identity for our children. Therefore we strive for sustainable economic activities that contributes to developing nature and landscape in a sustainable way, and strengthen the social cohesion. These are the principals of our initiative for Regional branding. Why Branding? Branding has become an essential part of just about any market. The consumer in the 21st century is wealthy, flexible and mobile and is continuously creating new needs. Products and services, recreation and care, profit and non-profit; in all these areas the commercial battle not only to attract the interest of the consumer but also to retain it, is becoming increasingly more aggressive. Look at builders, developers, corporations and even cities that make use of the principles of branding. Recent examples in the Netherlands: Rotterdam lives, or: I Amsterdam. Also rural areas attract employment, businesses and subsequently people by making use of regional branding. The favourable living conditions of a region are emphasized and visitors are attracted by the promise and availability of peaceful surroundings, space and recreation. These are exactly the aspects that Het Groene Woud can offer. The question is: how should Het Groene Woud propagate this. I will tell you about our approach. But we invite you to comment on this approach. Many farmers and other local players already discovered that it is possible and interesting to change course. They look for alternatives and new ways to reconnect with society. For example: by opening up a farm shop with local produce, by taking in lodgers and providing bed and breakfast or camping facilities, by contracting nature conservational work, or by providing daycare for mentally handicapped and training facilities for over-stressed managers. They look for growing new crops, as well as for growing traditional ones in new, organic ways. They are seeking to bridge the cultivation of their land to the large reservoir of urban consumers. More then 1 million consumers at less then 25 kilometres away. 17

20 Some knowledge questions Last year Het Groene Woud became a National Landscape. Its policy objective is to contribute towards regional development. Now is the right moment to act and join forces. The National Landscape Het Groene Woud generates enthusiasm and inspiration for many people. It can help to create a new perspective for a new generation of entrepreneurs, for young people, and for our children. Our branding initiative seeks to be a promising strategy for creating synergy at the regional level. Regional branding should help to attract new and powerful economic players and create networks and production chains. It needs to define and deliver a wide range of regional quality products and services. Regional Branding sounds promising because of the value it could add for rural entrepreneurs as well as for the consumer population of BrabantStad and beyond. The urban network BrabantStad and the rural area Het Groene Woud are indisputably dependent on each other. The objective of the Branding Initiative is a reinforced economy. The question is how to achieve this. The answer: by making use of core values and by preserving as well as strengthening the identity of the region. This seems quite simple but of course there is more to it. In the first place it demands cooperation and commitment of all parties involved. Important issues are raised by the trade and industry, governmental and non-governmental organisations. How can the quality of the landscape be deployed to create new economic activities? Is the perspective of sustainability not obstructed by active control on urban and rural development? And if that is the case, how must this be solved? Of course the creativity and effort of citizens and entrepreneurs can be deployed in regional development. But how, when and with which means? What roles can the various layers of government play? All these questions urgently call for cooperation, but cooperation is very difficult to organise. It requires that two very different worlds, the public and the private organisations, join forces. Fortunately these two worlds have a lot to offer each other. Next steps The regional identity now needs to be defined and perhaps even more important, to be translated into visuals. A photo can say more than a thousand words. In this case: The story the region tells. It is the medium that connects all activities regarding branding. Together the entrepreneurs have also started up new joint ventures. The target: the development of new product-market combinations that also strengthen the regional cooperation. Quality criteria collected with and by entrepreneurs, are in progress to license the brand. In addition a network has been created with governmental organisations, academic institutes and other sectors. In this way knowledge, contacts, financing possibilities etc. can be provided within short notice in order to stimulate the regional branding. The branding process is complex as well as organic. Various cross connections are made. These connections arise spontaneously or are made with a certain purpose. Entrepreneurs and governmental officials exchange information and programmes are levelled. Questions arise such as, who is doing what? This is in fact extremely impor- 18

21 tant. Equally important, however, is that entrepreneurs regularly take part in local and international excursions to other regions of branding. The result: increased insight and creativity. The organisation model that manages the process of regional branding, eventually leads to a business plan. This plan connects existing initiatives that have been put forward by entrepreneurs in the region. Branding does not mean taking the umpteenth regional initiative into consideration, but is meant as a tool to give existing and new initiatives a future. The future What steps must be taken initially? The most important are: Translate the regional identity into pictures Start up pilots to decide on quality criteria Expand the network to acquire more money and knowledge Achieve more commitment en cooperation between entrepreneurs and the government Apply structure to the organisation The future development runs on three tracks. Entrepreneurs develop new product-market combinations that contribute to their personal perspective as well as the perspective of the regional identity. In addition, entrepreneurs plan to apply themselves to quality criteria, besides legal and sectoral product demands. On the public administration track, commitment is created between municipalities and reconstruction commissions in the interest of the cooperation as well as to harmonise the policies of other governmental organisations, including Brussels, and to implement them by representatives of the region. On the knowledge centre track, problems are collected and worked out. Exchange of knowledge and experience with other areas are to be found on this track. Moreover, research institutes will be asked to contribute in the search for new sustainable economic drivers. This all is needed to fulfil the ambitions of a vital regional economy by sustainable activities. This is the story of Branding Het Groene Woud so far. Hopefully it was interesting. But now we are eager to hear your comments, your tips and advices. Are we on the right track? 19

22 Appendix 3: Themes and questions for discussion Branding Towards a strong brand! National landscape Het Groene Woud Reasons for branding Stimulating local economy Reinforcing social cohesion Added value of products and services Utilising regional identity Strengthening environmental values Building new networks between industrial branches Innovating projects Connecting economy, nature and landscape for preservation and development Flourishing nature in a diverse landscape Species richness of flora and fauna Valuable scenic landscape Social history recognisable in the landscape Examples of innovating, multi-branch projects survivaltrips with overnight stay in log-cabins oak furniture of Groene Woud trees recovery of bulge fields through chain projects new earnings generated from green & blue services recreational walks in farmfields adoption by schools of small nature plots 20

23 Questions for discussion Which aspects do you think important for successful branding? How to reconnect urban and rural society? The branding initiative is a private initiative. What role should governments play? How to create publicprivate cooperation? Or even partnership? What are the best chances for the local entrepreneurs to create added value? What do you advise them to do? Diverse architecture Rich social history and cultural inheritage Active industrial arts Examples of innovating, multi-branch projects network of B&B's in historical, agricultural buildings recovery of historical bakeries touristic arrangements in water- and windmills recording the landscape: painting and photography social-historical museums lessons about regional history at schools mobile arts expositions in the landscape Brabants kind-heartedness Buckle to-mentality Entrepreneurship in the National landscape Favourable conditions for entrepreneurs Examples of innovating, multi-branch projects annual regional festival diversity of consumer arrangements by several co-operations open houses by farms, regional restaurants accessibility of the area by balloon, canoe, scooter, GPS courses on rural economy at university and agriculture college Finally Please, give us your comments, suggestions, tips, advice and ideas that can help us move forward the branding of our region. 21

24 Appendix 4: Discussion reports Fully reports of the three discussion groups on Nature & landscape, Society and Entrepreneurship. Questions, remarks, suggestions etc. of one of the guests are in italic. 1. Nature and Landscape The present nature and landscape in Het Groene Woud are a result of the farming systems in the last centuries. The region of Het Groene Woud used to be a poor area. Making a living out of farming was hard working because of the sandy, infertile soils. Most farms were situated along the brooklets because of the more fertile soils. The manure of the cows was brought to the middle of higher situated sandy land and then spread. This went on for centuries and that is what gave the parcels its bulge shape. This is very typical for the region. People also grew poplar trees for making wooden shoes. Oak trees were planted for furniture and building materials. The heather was grazed by sheep, which produced wool for the wool industry. So, the present natural and varied scenery is actually a man-made landscape, originated from the diversity of farmers' and other rural activities. Nature and landscape is one of the topics in the branding strategy for this region. We try to protect, to strengthen and to develop the key qualities of the National landscape Het Groene Woud, that consists of wood lands, heather and sand dunes, surrounded by the agricultural land and intersected by brooklets. Farming here has always been mixed farming; arable crops and cattle like cows, pigs and chicken. There has always been small scale farming, which led to nowadays small scale nature and landscape. What is the average size of the farms? It is much smaller than elsewhere in the province of Brabant. Let us illustrate it with the situation in the municipality of Boxtel. There are at about 100 farms. Most of them breed pigs and have only some hectares of land. The farms with future perspectives are at least 40 hectares. But the average surface of land will be only 10 hectares per farm, maybe less. Is the manure used on someone else's land? No, that is the problem. We have too many cattle and too much manure on too few hectares resulting in a large manure surplus, especially in the areas with intensive cattle-breeding. The soil can not absorb all the minerals in the manure. This led in the past to high concentrations of nitrogen in the surface water. Is there a strategy to solve this problem? Yes, more than one strategy have been applied and we booked results in the last years with our national manure policy, which allows application of manure only to the amount that grass or crops can absorb the minerals, and prohibits application out of the growing season. But the problem is not over yet. We are from Pennsylvania. We have dairy farms with the same situation. We are looking for ways to make that an asset, by making particle board a building material. 22

25 Well, it is not the dairy farms that are mainly due to the manure problem. Certainly not in our local situation where we have 15 dairy farms (municipality of Boxtel) of which only four have a future perspective. The others will be ended in the next coming years or be replaced elsewhere. This is mainly due to rising ground prices - which are very high compared with for example Pennsylvania and the reducing agriculture subsidies of the EU. In Holland this leads in general to less farms but an increasing surface of land per farm. The total production area remains at about the same. But in Het Groene Woud with its small scale landscape it might have bigger implications for the landscape than elsewhere. Your question is how to reconnect the urban and the rural. In Britain we are setting up kinds of communities, bringing people from towns onto the farms. They invest in the farms and at the same time get access to the farms and get food. Well, also in our region there are a lot of such examples. And the provincial government supports the strategy of the entrepreneurs in the branding initiative, trying to increase their market for local produce. The markets are the consumers in the big cities. The three nearest cities already count citizens. Furthermore, the provincial authority stimulates tourism and recreation. Recreation for the inhabitants of the region, like biking or walking and buying local produce. The Province of Noord-Brabant invests in projects for better environmental conditions and spatial quality, by enlarging biodiversity in ecological zones, but also agricultural biodiversity by agreements with farmers to invest in planting trees and in the maintenance of nature spots in arable land. Do people have access to these areas? Yes, merely it is a free accessible landscape, except for some special vulnerable areas. But it is not like in Britain where there are public routes on private land. However, there are farmers' initiatives to construct paths across farmers land to get people interested in their way of farming. We see this especially done by organic farmers. What happens to the farms which have to be finished? Is the land being urbanized or is it bought by local authorities for nature development? Sometimes a farm is bought by a farmer from elsewhere who sees an opportunity to continue the farm which is for sale. However, in this area farms for sale are mostly bought by one or more neighbouring farmers that want to enlarge and parcel out their own property. And in agreement with nature organisations some arable land turns into nature development, connecting small nature areas according to the plan of realising the Ecological Main Structure (national ecological network). So, you like to make bio-corridors. Do you have an active acquiring approach, from nature development's point of view? Or are you dependent on farmers that end their enterprises and are willing to sell? The Ecological Main Structure is leading. The national government decided where nature areas are to be developed and / or connected. It is up the national and local nature organisations in the region of Het Groene Woud to implement the plan and realise nature development. So, the nature organisations know on forehand where to develop nature. Actually, the Ministry of Agriculture buys the farmers land and resell it to the nature organisations. This is to avoid upward thrust of ground prices. 23

26 We can illustrate it by the story of the Banisveld. This was an agriculture area of 90 hectares and a local refuse dump, which were in between two large nature areas. A plan was developed to connect the two surrounding nature areas by incorporating the 90 agricultural hectares. The national and provincial governments together with the waterboard and a nature organisation were able to buy these 90 hectares of farmers land. The farmers are paid the agricultural value for their property, although the financial value of nature land is much lower. The upper layer of about 30 cm of the soil has been taken off. This laid bare the natural seed bank from which a vegetation of natural species arose. This example of nature development led to the initial plans for the National landscape Het Groene Woud. Have you promoted your waterways, for instance for fishing? There are no large rivers in the area. But the brooklets are used for tourist activities like rowing, canoeing or fishing. There are also swimming pools. But there is an ecological problem with the water quality of the main river Dommel. The water flows from Belgium and is polluted with concentrates of heavy metals from the Belgian industry. The heavy metals sink into the river's sediment in our area. Cleaning the river costs the local municipality and the waterboard a lot of money, but progress is made by using ecological ways of cleaning. What is your strategy for the land which you scratched the surface layer off and let the primarily succession go on? Do you leave the nature to do what it can do? Or do you also have ideas which species not only serve nature but also recreation? Well, in this specific project we want to restore the original heather land, grazed by cows. In summer we need sheep to graze the up coming bushes, as cows would not eat them. The sheep will and doing so they avoid forest development and keep the landscape open. This is needed because the surrounding areas also have an open landscape. And having a forest in between there would be a barrier for bio-diversity. So, the connection will be only for the wildlife then. What about people? We have thought about that too. There were already some walking and biking paths. We built a bridge across a small river to connect those paths. Till 1990 the area was only accessible for members of the nature organisation. Now it is open for everyone, but you can not enter the area by car, only by foot or bike. Where can visitors to the area get information? We have a visitors centre at the border of the area to provide information. You can start your trip from there or from any other point along the borders of the area. Visitors will experience the stillness because cars are forbidden and the area is big enough for not meeting other people every now and then. On the other hand it is not such a vast area that you could be lost. You'll be only half a day form the visitors centre. Research shows that most people prefer to walk on paths and only walk a few kilometres from the parking place. Are there regions where people can hunt? No, hunting is not allowed for common people. But from history that is before nature organisation Natuurmonumenten became owner - there are still some hunting licenses for hunters of the Wildlife Management Unity. But when the validity ends, the license will not be extended. The nature organisation is against hunting. 24

27 Is not hunting needed for wildlife management? No, it manages itself for now, because there are no big animals in the area. In the future we hope that deer will settle. When their population will grow, it might be necessary to hunt. But then it will be done by the nature conservator or at least with their instructions, and from the wildlife management's point of view. No hunting for pleasure. The only hunting now is when severe damage is done to the farmers crops. This is mainly done by rabbits. But hunting is postponed until other means turned out to be ineffective. What about the cattle that you use. Does the nature organisation own the cattle? The cattle are owned by farmers with whom the nature organisation cooperate for integrated land management on at about 1,000 hectares. Nearby this location there are three farmers who have different types of cows, all grown for meat production, that graze parts of the nature area. The breeds are: Blonde d'aquitaine, Belgium Blue, Roodband (an old species) and the hornless Aberdeen Angers. The last ones mentioned are bred in organic way. We thought the cows would prefer the rich meadows and we were positively surprised when the cows seemed to prefer the more poor meadows and nature areas, because of the pioneer flora species. In Sweden we have experienced that people do not want to buy organic meat, because they think it too expensive. Probably they do not even know the difference. But beef from seminatural origin that will be something people think is good, because it contributes to keep the area open. So, I guess that would be a thing here, in your region. Well, yes, that is the promotion we have to do with all the people working in the landscape: farmers, other entrepreneurs, nature conservation organisations, authority representatives etc. Not only emphasize on organic ways of production or whatever, but also point at the importance of locally produced food, which contributes to maintain and develop the open landscape and natural resources. But it takes a long time. Were not we supposed to give you some advice? Thinking of branding when you offer something to people in the market, you need to sell different products than what is already offered. Of what we spoke about here, what is innovative for the market you want to conquer? Is not what you can offer the same as what others offer? Or do you have other, very specific things? You mean, what is our unique selling proposition? When the big cities talk about neighbouring environment they mean the National landscape Het Groene Woud. Those cities have an emotional bond with the region. It is our task to find ways to integrate this in the products from the region. That will be the added value. So what you want to create is a brand like the fair trade products: Green Forest products that contribute to serve the national landscape. I think that is a marketing issue. Are there any marketing experts involved in your project? And: this story assumes that already a lot of people share the same feelings about the region. Is that true? That is correct. That is why many people are member of one of the nature of landscape organisations. Only the national nature organisation Natuurmonumenten already has 1 million members, that is 1 of each 15 people in the Netherlands. We can use this. We hope that producers will use a part of their profits to invest in nature and landscape development. Then the message to consumers will be: if you buy produce from Het Groene Woud you will contribute to implement the national landscape. 25

28 Are you not trying to sell something new? Because you are talking about regional products. That has been done many times in many places before. Is there a difference? Well, maybe not. That is your main market: you have got more than 1 million people just next door and you only want them to buy your stuff and nothing more than that. So you just concentrate on your market here. Do you already do things like running farmers' markets, e.g. in the big cities? Well, it is more complex than that. There are some new products, like blue berries. They used to grow here, have been away for a long time and are returning now because of the nature development. Furthermore we do not only produce food, but we also have social farming. For example handicapped people working at farms or in the forests. This new type of farming mixes the traditional agriculture with other businesses and social sectors. And it turns out to be a way of life for the farmers who make such choices. 2. Society In terms of sustainability "people" is one of the aspects, together with planet and profit. Why is this important in our view? We distinguish three aspects. Cooperation between entrepreneurs. We especially stimulate cooperation across different business sectors as entrepreneurs are supposed to know their colleagues in their own line of business already. Society. We want to make people conscious of the identity of the region and raise a feeling of pride. Then they will be committed and in the long term responsible to help recovering, reconstructing and developing the landscape. Region's identity. This has to be reconstructed. Identity is a construct; what are your feelings, what are the images, what are the stories about the region? We are still at the beginning of the branding process. One of our questions is: how to create cooperation? But before telling you about it: what are your images of the identity of the region? What is your first impression? Impressions of the IFSA delegates The first impression is quite important. There is something about freshness. Fresh means many things in branding: the fresh green, but also it is refreshing coming off the motorway getting out of the traffic. To me it is rather flat, and with a big sky. I love the trees and I am also intrigued by the animals. And I see stableness; just like the cows here you have both feet on the ground. My first impression was freshness, the little scale of farms and the diversity of animals. I think it is a very good area for stressed people working in the cities. I get all kinds of impressions here. It is about tranquillity, quietness because it is so flat. I can not see beyond where I am right now. Like I am in a protected area all the time. I can not see 26

29 any further: I move and I do not know what is coming next. It is a special quality of the landscape. It is a clearing (light spot in the forest). That is the feeling when I come here. Here is a clearing and then I go on and there is another clearing. Everything is organised. You feel safe. Nothing is casual, but I have a different idea of what is natural. I do not see a lot of people between here and Maastricht, where I live. It is difficult to distinguish this region from another. It seems really similar. It is all organised. This all being organised, is it a good thing or a bad thing? It depends. It is really safe, it is quiet, no stress. But also the credibility is down. Sometimes I step back, as a non-european. It strikes me that your issues about public-private partnerships and urban-rural societies are also big questions for the developing world. They are also talked about in other forums I am in. And there are no answers yet. We are all looking for answers. Connecting the urban to the rural You have heard the lecture of Frans van Beerendonk about the strategy of the entrepreneurs who want to reconnect the area with the big cities. The branding initiative is still an initiative of a rather small group of entrepreneurs. They have started some activities to make people more aware of their own region, e.g. by organising the regional festival. But we are still looking for more ways to reconnect this urban and rural area. Do you have some ideas about a strategy or about how to stimulate this? The distinctiveness of the area is not clear. Do you want to have a specific identity within, or different from the Brabant identity? Brabant is well known. So, what is your specific identity and why not link it to the Brabant identity? Is the landscape different? For an outsider the landscape of Het Groene Woud is the same as in the rest of Brabant. And what are your specific products? We do not want to distinguish from the identity of Brabant. It is another level. We see it as circles in a pond. You can mark your identity at different levels, as we have seen in Cork. Producers can brand themselves at product level, e.g. strawberries, but also join other entrepreneurs under the label of Het Groene Woud the second level - and at the third label join the marketing of Brabant. Our strategy for branding is to act on those three levels at the same time. It is not clear what your specific products are. It starts with the current products. These are not very specific. But we have some potential here, e.g. care-institutions and religious buildings that need new activities. So new productmarket combinations not only lay in food, but also in for example combinations of care and recreation, or recreation and wellness. Or perhaps big companies cooperating with small and medium enterprises. 27

30 Are you talking about reconnecting rural and urban or also about connecting local and regional? There is a big assumption in that question about rural and urban, that there are just two concepts: rurality and urbanity. There is an assumption that they distinct. But to me, it all roles together. In this area everybody is urban. There are no rural people. They live in towns, they have an urban mentality. There is no rural society here, just an urban network of cities and towns with some green parks. You can look at urban in two ways: consumers buying local produce or civilians demanding for rural services like peacefulness, stillness, quietness and recreational activities. Both views are to be considered in the marketing of the region, to stimulate the local economy and bring more money in. Do you talk about sustainable communities here? In England we have been talking a lot about sustainable rural communities. But again, I have trouble with the separation of the rural and urban. But the idea of sustainable communities I find quite meaningful. To me the question rises whether the branding gives added value to the traditional agricultural products, or improves the multi-functionality of other brands in the area? There are 1.5 million people living in the area, so there must be a great demand for all kind of products and services. It is not a question of how to make a brand that you can sell abroad, but to make a brand that reconnects, that works as a tool of communication between the cities and the people living in the rural areas. We see that people from the larger cities as for example Tilburg come to the smaller towns and villages within Het Groene Woud for recreational activities. They are coming for biking, or having dinner at local restaurants. For now, that is the connection between urban citizens and the rural area. Attractive landscape as a condition for new businesses There is another important connection. Foreign companies look for suitable regions to establish their businesses. They come to Brabant. Why? Because of the landscape offers a nice living area for their employees. They do not want to live in the Randstad, not any more because of too much traffic. So then the balancing point is to keep the landscape, to keep the images of its identity on one hand and meanwhile - on the other hand - to keep it open for people to use the landscape for recreation. Then agriculture becomes the scene for recreation. Agriculture itself can not preserve the landscape for reasons of competition, regulations etc. We need investments in the landscape from outside. Agriculture itself is not sufficient as an economic carrier for the landscape. The point is that the traditional economic (agricultural) activities did keep up this kind of landscape. The landscape even originates from the mix of nature and agriculture. But agriculture is not enough profitable any more. There is no money in poplar trees, or in keeping the small scale of landscape. So you need to find another kind of economy. 28

31 Yes, we need new economic carriers and to find those we have to be very creative. Let me give you an example. In my municipality lives a community of religious sisters. They are now surrounded by new built houses and want to move to a quieter place. So they will sell their monastery and buy other peoples land with enough surrounding nature and settle there. In this way we have religious sisters contributing to new economics. These are the combinations we are looking for. And we do it in another way as for example in Limburg. There are some big players that took the initiative for the transition of the rural area. Here, in Het Groene Woud the SME (small and medium enterprises) take the initiatives. But there is another aspect, i.e. financing the maintenance of the landscape. Perhaps citizens can be committed to invest. At least we developed an initiative for a revolving fund. It is a regional bank account that tries to attract public and private parties to lend money to this fund. With the interest of the invested capital we can finance new product- or regional developments. It is an innovative concept. Are the big cities investing in this project? My impression is that you want to have an autonomous area, independent from the cities. But my idea is to make this area a part of the reality of the big cities, not place it outside of it. The cities can financially contribute to regional development by paying for keeping the landscape and the maintenance of nature. Maybe it is interesting to make the amount of money to invest by cities dependent on the satisfaction of the urban citizens with the area. Do some continuing research about the effects! Well, this might be an answer to the question how to end the parasitic relation of the urban area regarding the rural area and the use of the landscape. The important question is how to sell the area to the big cities and big companies like Philips. Make the area a part of them and a part of Brabant, and not an autonomous area. That is a good suggestion, because the area is not the back yard, but the front yard of the big cities. The city of Amsterdam took the initiative to invest in the rural area, although the property is not theirs. But Amsterdam realised that it needs the rural surrounding for recreation facilities for its inhabitants. And back to branding for connecting... In Italy there are local communities of farmers and civilians. They buy products often organic grown produce - directly from the farmer, so the farmer does not need additional income from other activities. It is cheaper for the customers and profitable for the farmers. It seems to be a cooperative form. Some 10 to 40 families, depending on their way of organising, buy produce from one farmer. The consumers have directly contact with the producer so trust can be build up. The consumers pay in advance at the beginning of the year. It is a way of financing the farmers' seasonal capital needs. In this way no brand is needed. No, you are wrong. That is the brand: the acquaintance of the farm. 29

32 Yesterday at the opening of the conference it was told that internal rural tourism creates higher income than what agriculture produces. Do you have information about how much of this tourism income is actually food, when tourists come biking into the area, compared with other services? Because, if you have this kind of information you can decide what is the most profitable. Actually, we do not have exactly that kind of figures, but we have the results of a study about all the areas of Brabant in which the incomes are investigated, related to different aspects like employment, recreational or agriculture income. Also the potentials for economic grow are investigated. These are also the indicators to see what the branding process can contribute to the area's income. A final remark about the reconnection between the rural and the urban area. It might be better to speak about reconnection of human and nature, or human and agriculture. Maybe that is a better way to understand each other. Rural and urban is too distinct. One idea is to use the slow-food movement to reconnect. You know how and where it is produced, but also make it a place where you can feel, taste and hear the area. 3. Entrepreneurship The initiative for Branding Het Groene Woud is about stimulating the regional economy. Selling regional products is part of it. Some farmers started producing and selling regional produce, making jams or drinks or things like that. Those farmers do such food processing on their own farms with relatively little equipment. Much of the labour is done in evening hours and or by the farmer's wife. If all the labour would be calculated in the product price, the price would be 30% higher than produce processed by the large companies in the food industry. So, it is just a matter of skills? No, there is more to it. Regional products are something we are quite familiar with, like farmers' cheese etc. That is the ordinary thing. We define our products as products from the region, rather than regional products. What we are trying to achieve here is not getting another jam of strawberries or cheese or whatever from this region. We not only want to produce things in this region, but also make known that they were produced here and sort of make sure this gives an extra value to the product. In other words: we are looking for ways to put the value of the environment and landscape into the products. Because, if it is produced in this region it means it has contributed to the development of the area. Actually, we bring the identity of Het Groene Woud into our products. In my opinion you can distinguish two sorts of branding a region. 1. Branding bound to a region, because the brand is based on specific characteristics of the region like soil, climate etc. 2. Brands based on traditions of a region, for example ways of producing. In both cases the brand has to be supported by some rules, some protocols to guarantee the specific characteristics of the products to the consumer. This is important, because especially in the 2 nd case - anybody could use the same kind of producing or processing, even in another region. To guarantee and to exploit the tradition you have, the brand must give a very clear message. It must be very transparent about the characteristics of the products and even more: the way of producing. 30

33 You are right. But the market we are aiming at goes no further than the area of the three big cities and the smaller villages within. That is where we are starting the branding. But you are right: we can not sell our products as very specific in other regions or even export them to foreign countries. They are not regional, distinctive products. The significance of the products from our region will only qualify to the consumers as far as they feel attracted to buy product from the region where they live, recreate, meet people, recognise producers or farms etc. So, the things you mentioned, I think, would be very much what is traditionally considered to be a regional product. But we do not want to follow the distinction that the questioner made. We can not, because we do not have that tradition. But we can do something else. We can make sure, that what is produced here in this area is being marketed, is being known to the public and that is a growing group of consumers, basically in the cities around us. They can learn to appreciate what is grown here or developed here, and it provides them with certain services. That needs very controlled processing. That means that the consumer has to rely on the reputation of the area. What then are your new ideas to what you can market your products on? What kind of symbol do you want to use? And a practical thing: how do you market your things to other places and make connections with sustainability? Because the latter could be another way to build up trust and to get people interested in the area. I think they already have their success and that is the festival. Because, the festival is also something unique for the region, is it not? No, the festival is no core business. We are trying to develop a brand for the entrepreneurs in this area. The festival we organise is just a means of promoting this development. And the festival is the link between urban and rural. Why do not you make a sort of formal link between producers and consumers in the cities through regular selling, like farmers' markets? We have no farmers' markets. It is a good idea and we are thinking about it. We want to use the regular logistic infrastructure and not create a new one for selling the products of the brand. For the regular infrastructure is already there, resellers and tradesmen already know the market demands. But you need instruments to sell your products and one of your instruments which has been already successful is the festival. To start, you have to have something which is famous, which is unique. Maybe I do not realise the impact and the possibilities of the festival. Because we did not organise the festival for this purpose. But, okay, we must consider this. We must define what produce originates from this area. But do not you ask the consumer what he wants? I would very much like to get such information, but it takes a lot of time. But our experience with regional initiatives is, if you ask them they will tell you. They can buy your kind of produce everywhere, but what is lost is the event. This makes event marketing the 31

34 only important way of marketing. Only in this way you can tell what is happening in the country side. What you need to look for is reasons for people or consumers to come together. Considering buying food products we have become footloose. But the festival is also a way for entrepreneurs from different industrial branches to learn to cooperate. I for myself have always been working in agriculture and I have a large network. But we need to cooperate with shopkeepers, retailers, tradesmen in others sectors. The question is do you turn to the large supermarkets or to the smaller shopkeepers? You can not deny the market trends. People do one-stop shopping and demand a variety of produce. So, we have to follow the marketing principles and offer our produce in one place. That is why I think it is better to collect and combine products from different farms and sell them in the villages and cities, than creating more farmers' shops. In the latter case our initiative would stick to a very small scale. Can you have arrangements with markets or shops to create assortments in relationship with customers, so they can fill in a list for products that will be delivered afterwards? In this way you can create contracts between customers and a group of producers that offer products from the region on a regular basis. Let us say a basket per week. The point is, that you have to bind your customers. The primary problem is not to sell products, but to link the citizens to this rural area. But that is what I'm telling you. A sort of contract between consumers and producers. You can collect consumers by inviting children. I do not believe in contracts between consumers and producers. Maybe it will work for a small group of consumers, but in my opinion it is necessary then that the consumers can choose the products in the basket. But then there is need for extra infrastructure: collecting the products, composing the baskets etc. And we think we had better use the existing logistic and retail infrastructure, while only then you can get enough scale to have economic impact. We have a situation in Australia with this valley that is very close to a large population, very similar to this one here. They have what they call a winery tour. You can either drive it yourself or you can go by bus. Do you do any of that here, connecting the city people with the country, visiting farms, restaurants and the whole experience? We are trying to set up such things now. But the scale is too small yet and it costs lots of time and money to organise this. But it is an important thing. A lot of ideas have come up before, selling produce on the farms, organising cycling tours, getting tourist attractions involved somehow. And every time you find out the scale is so small that it breaks down. Because the additional costs that are required, are not to be maintained in time. That is where the problem starts. So how do you come out of that loop where lots of people take initiatives, but can not really bring it out. Suppose, you have a successful initiative, which is followed by let us say other 10 colleagues. But where to go from there? While scaling up would lead to more concurrency between the 32

35 farmers in the region. That is why we create one brand within which every farmer or entrepreneur is responsible for his own products, producing process, etc. The brand will only develop criteria for producers to contribute to a sustainable development of the region, take care of independent quality assurance and probably support on marketing and communications, and perhaps some other business facilities. You do not need a control system if the consumers are coming around every time. And that is only possible in small scale areas. That is true. But there is this problem: the current producers produce much more than can be sold in the neighbourhood at this moment via farmers' shops etc. We do have to find other distribution channels. That is why we need the regular shops in the villages and cities to buy and sell our products. House-sold products and farmers' markets are important for building up the region's image, but can only partly contribute to the selling volume. Well then, will supermarkets in the nearby future have their private label, the Unilever label and a Groene Woud label? Right, that is what we are talking about. We have to have interesting deals with settled distribution channels. The question for us now is: where to start? The large supermarkets, the smaller specialized shops, other retailers and logistic collectors? The difficulty here is, compared to France or Germany there is not a very strong sense of identity. There is no consumers' awareness that products from the region are important or could be a special issue. That is where the promoting campaign has to be pointed at. So the first step has to be creating awareness by communicating, and then start the hard-selling. Our festival is a start but needs to be followed up by other events, for year around communication. Do you have suggestions for events? We started a series of events: one event every 3 months on fixed dates. Those events according to the season are connected to one or more products and form the starting point of the selling season for this / those product(s). It has become a tradition now. But what you also need that would be advertising for your products. But that would not last long. Where I live we have done those kinds of things for organic products. But what is happening right now is that the whole chain from retailers to producers are cooperating in promoting organic products. They are going backwards in the production chain looking for possibilities to create beneficial organic products for shops. And that has a great impact on the wants to buy organic produce. If you have the supermarkets on your side, and all the others and then start promotion campaigns with advertising etc., this is much more effective. But it is never the first step to do such a thing. No. We had to work very hard to get supermarkets, retailers and everybody in to it and see the point. How did you do that, because you say it was very hard work. What did you do to draw them in? 33

36 For several years we had music festivals where the organising committee decided only to serve organic produce. It was a success and now the same is done at other festivals. It is very popular now. In Holland we also have campaigns for selling organic food. But it is very hard to break through. There is a 10-years agreement of some government departments with the food industry, that the market share of organic food will be 10% in But now, almost being 2007 it is only 1.5%. As part of it there was a contract with the biggest supermarket chain Albert Heijn about organic pork. But when about a year ago a price war started between the supermarkets, Albert Heijn could not observe their part of the contract. Well, I have an example of one way to get this right. It is about a project, funded half by the government and half by the entrepreneurs' community. The project coordinator's responsibility was to identify a package for tourists local or from elsewhere to go around and taste regional products at different locations at breakfast, lunch and at dinner time. Then the projects participants put it all together in a package and marketed it by starting advertising where it would be appropriate. It was very profitable having one coordinator to start bringing it all together. Can you tell us why that was important? Well, I mean if we were all one separate business each and we never came together, I would not think of what you've actually got to offer me and whether I have something to offer you. I think it was successful because of bringing all the entrepreneurs together. Because my produce might be bringing someone in if I'm growing grapes and making wine. And dairy farmers producing cheese wine and cheese go together perfectly - attract other people. Combining the two, then you may get more people to the region. It helps people realising they can help each other. That is an organisational principle that is very important. So, you make the project sort of responsible for getting this of the ground and there is one person lifting it up to the next level. And I have to have a mandate from a committee at higher level of representatives, or the owners of the businesses, the government or whoever the mayor players are. The mandate gives me a clear direction of what they want to have achieved, and I just do it. 34